The Grand Del Mar

As The Grand Del Mar's agency since 2008, we have helped redefine and reposition California's most awarded luxury resort, recently named Best Hotel and Best Luxury Hotel in the U.S. by TripAdvisor and California's first Forbes Triple Five-Star designated resort.

As a new and independent property, building a database of resort guests and villa residents was a key priority for The Grand Del Mar. Data analysis of the most loyal guests allowed us to target those with similar attributes as their best customers for new guest acquisition. New guest acquisition through direct mail, email and one-to-one touch points became the great success story, especially in terms of marketing ROI.

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The Situation

<p>With a relatively small internal marketing team at The Grand Del Mar, automating guest communications was vital. However, automation couldn't feel cold and impersonal—but had to support and extend the personalized and attention to detail that guests experience on property.</p>
The Situation

The pre-arrival email encouraged early bookings of on-property services including dining, golf, spa and other activities. The pre-arrival emails alone drove hundreds of thousands of dollars in incremental spend by guests each month.

<p>A fully-automated and completely personalized email strategy was deployed to guests prior to arrival, during the stay and after departure until their next confirmed reservation. Images and offers were automatically populated in email templates, driven by data, fed directly by the PMS (Property Management System).</p> <p>Booking code, room type, past incremental spend information and other guest-specific data all contributed to the content of each personalized email.</p>
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